How brands celebrated International Women’s Day 2021

Written by Matthew Fraser


international womens day 2021

For this year’s International Women’s Day, we offered free PR advice to one female-owned company to help celebrate women in business. Faith PR pledged to offer one female business owner three hours of free PR consultancy to support them with their communications strategy.

It wasn’t just us who wanted to celebrate and support women – brands across the globe wanted to raise awareness of International Women’s Day 2021.

Which is why the Faith PR team wanted to round up some of the best creative campaigns that grabbed our attention for International Women’s Day 2021 – some not always for the right reason.

Lego: Future Builders

IWD: What-It-Is-Campaign-International Women's Day 2021

Lego celebrated this year’s IWD by recreating its iconic 1981 ad campaign, 40 years after it was first launched.  Designed to encourage and champion today’s young women, the campaign gives young girls the opportunity to imagine themselves as ‘future builders’.

It invited parents to submit photos of themselves holding their Lego creations, along with some personalised words which were then used to create a unique poster.

Interflora: The Equal Truth

Interflora: International Women's Day 2021

Interflora chose to highlight inequality for this year’s #choosetochallenge theme by visualising discrepancies through images of bouquets.

To illustrate the alarming statistic that just one in 20 FTSE 100 chief execs are women, an image showed 19 white roses, with a single red rose to represent the ratio of female to male leaders.

To highlight the fact that only 6.1% of current world leaders are women, the visual shows the same percentage of a bouquet as red while the remaining roses are white.

The campaign was activated with advertisements placed in high footfall areas, such as train stations, to highlight the inequality that women still face.

Burger King: Women belong in the kitchen

Burger King: International Women's Day 2021

One of the most controversial campaigns this IWD saw Burger King attempt to turn a sexist mantra on its head – but the idea failed backfired, created a backlash against the takeaway giant.

Burger King created an advert titled ‘Women belong in the kitchen’, a stunt which aimed to launch the chain’s H.E.R. (Helping Equalize Restaurants) Scholarship, that offers financial assistance to women who work at Burger King and aspire to an academic degree in culinary arts.

However, the campaign did not translate successfully across all channels. The ad campaign itself was able to successfully deliver the messaging; but across social media, it failed to have the intended impact. Instead, it led to angry responses across Twitter, with Burger King eventually removing the tweet and apologising.

The lesson from this for all brands is to ensure that when planning a campaign, that it will work across all media channels to deliver success.

Channel 4: Championing Women’s Voices

Channel 4 paid homage to the powerful achievements of inspiring women across its platforms for IWD. The channel broadcast a selection of remarkable women in celebration of the important role they have played during the pandemic.

They shared a range of stories to viewers throughout the day’s schedule via special continuity announcements aired and supported the campaign with the hashtag #ChampioningWomensVoices – allowing people to engage in conversations on social media.

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